Method and apparatus for distributing promotional material to a user in a commercial sales outlet

ABSTRACT

A digital department system is disclosed. The digital department system of the present invention includes a network management center, a network operating center that is coupled to the network management center, a multimedia server, a multicasting transmission medium coupling the network operating center and the multimedia server, a listening post coupled to the multimedia server by the network, and one or more audio/video display capable of displaying video and capable of playing audio, the audio video display coupled to the multimedia server by the network. The audio and video content are stored in digitized files on the multimedia server for distribution throughout the site via the network.

CLAIM OF BENEFIT FROM PRIORITY APPLICATIONS

[0001] This application is a Divisional Application of and claims thebenefit of priority from U.S. Ser. No. 09/602,559, filed Jun. 23, 2000by inventor Michael R. Stem, which is a Divisional Application of U.S.Ser. No. 09/130,900, filed Aug. 7, 1998 by inventor Michael R. Stem,which claims priority under 35 U.S.C. §119(e) to Provisional ApplicationSerial No. 60/055,708, filed Aug. 8, 1997 by inventor Michael R. Stem,all of which are commonly-owned and are incorporated herein by referencein their entirety and for all purposes.

CROSS-REFERENCE TO RELATED U.S. PATENTS

[0002] This application is related to the following commonly-owned U.S.patents, all of which are incorporated herein by reference in theirentirety and for all purposes: Number Issue Date Inventor(s) Title6,539,417 Mar. 25, 2003 Stern Reconfigurable audio- visual previewingsys- tem and method of op- eration 6,366,914 Apr. 2, 2002 SternAudiovisual content distribution system 5,990,879 Nov. 23, 1999 MinceMethod and apparatus for dynamically ar- ranging information in apresentation sequence to minimize information loss 5,815,471 Sep. 29,1998 Mince et al. Method and apparatus for previewing audio selections5,084,768 Jan. 28, 1992 Stern et al. Method and apparatus for previewingre- corded information

CROSS-REFERENCE TO RELATED U.S. PATENT APPLICATIONS

[0003] This application is related to the following commonly-owned U.S.patent applications, all of which are incorporated herein by referencein their entirety and for all purposes: Number File Date Inventor(s)Title 09/130,998 Aug. 7, 1998 Stern Method and Apparatus forDistributing Audiovisual Content Unassigned Concurrently Stern Methodand Apparatus for [044191- Filed Cataloguing and Scripting 0302228] theDisplay of Informa- tional Content Unassigned Concurrently Stern Methodand Apparatus for [044191- Filed Gathering Statistical 0302229]Information about In-Store Content Distribution

BACKGROUND OF THE INVENTION

[0004] The present invention relates generally to a method and apparatusfor the distribution of audiovisual content to consumers. Morespecifically, the present invention audiovisual content to consumers,wherein the audiovisual content is related to a given product's contentor advertising regarding the product.

[0005] Commercial television and radio have been recognized as apowerful and efficient medium for broadcasting advertising andentertainment content to a large, widely dispersed audience. As aresult, television and radio have traditionally garnered a major shareof advertising budgets. However, due to a variety of factors,advertising revenues for these media outlets have been dropping over thepast several years, a trend which is expected to continue. One majordrawback of television and radio advertising is the failure of thesemedia to do more than deliver a large number of impressions to a largeand relatively undifferentiated audience. Advertising dollars areineffectively spent on messages that reach the wrong audiences under thewrong circumstances. Further, national network television is well suitedonly for the limited number of product categories which are trulynational in scope and relatively impervious to regional and seasonalvariation. Moreover, the cost of multiple regional campaigns to addresssuch issues on local television or radio stations, for example, willoften equal or exceed that of a national program.

[0006] Delivery of advertising and product content at thepoint-of-purchase accomplishes what in-home television cannot, in largepart because it is directed not toward passive, unreceptive viewers, butrather toward consumers who are actively seeking information and makingchoices based on that information. Ample evidence demonstrates consumersin a shopping environment are much more susceptible to audiovisualmessages regarding products in which they have a current, specificinterest than otherwise.

[0007] Indeed, with the vast quantity of available products andservices, such as for example music or video selections, a consumer isfaced with a formidable task in selecting which products they may wishto purchase. Providers of goods and services are constantly devisingstrategies for educating consumers about their products. This isespecially true for providers of goods and services which are complexand/or numerous. Unfortunately, consumers are often frustrated by a lackof information, which can lead to the purchase of an unintended productor service. In other cases, the consumer may avoid purchasing a productor service altogether due to frustration and confusion arising from thevast quantity of available products.

[0008] However, current point-of-purchase advertising programs havesevere limitations. For the most part they are based on a static, printoriented media comprised of signage or packing labels, with productmessages lost in the clutter. On site demonstrations or educationaldevices are often prohibitively expensive, take up valuable sellingspace, and are limited to a store-by-store approach.

[0009] One known system of electronic point-of-purchase advertisingutilizes silent electronic dot repeating message signs, similar toreader boards found in major airports and brokerage houses, in thehigh-traffic aisles of supermarkets. Such silent reader boards, withlimited two dimensional displays, do not have the effectiveness ofaudiovisual presentations in catching and retaining viewer attention.

[0010] Another known variation on electronic point-of-purchaseadvertising utilizes electronic display screens such as liquid crystaldisplays on individual shopping carts which convey messages to theshopper. Such systems again do not have the effectiveness of audiovisualpresentations, and further require a great deal of maintenance down-timedue to their susceptibility to damage. Other known systems usesatellite-transmitted television to broadcast advertising intosupermarkets. Such systems are typically based on commercial networkprogramming, although some permit the selective customization ofpromotional messages by aisle, store, chain, geographic area ordemographic profile.

[0011] However, the efficacy of these satellite-based systems, as wellas the other techniques described, depends on attracting and holding thecustomer's attention. If the information provided to the customer is notuseful or pertinent, the customer is not assisted in the purchasingdecision. Indeed, the provision of such information is not onlypointless, but detrimental, in that there is then additional sensoryinput with which the customer must contend. And while interactiveconsumer information systems exist (e.g., kiosks), such systems cannotbe quickly updated to reflect changes in inventory, product revisions,changing demographics, or the like. Because inventory, products, andconsumer preferences change, a system is needed which not only allowsthe consumer to preview product information, but also allows theinformation being previewed to be quickly and easily updated.

[0012] The above represent just a few of the shortcomings which havepersisted in the field of consumer information systems A system capableof aggregating and distributing advertising and product content, andallowing a customer to interactively preview selected portions of thatcontent is therefore highly desirable.

SUMMARY OF THE INVENTION

[0013] The present invention relates to a system for the distribution ofcontent. More specifically, the present invention provides for a digitaldepartment system that allows consumers to preview content, productdemonstrations, advertising, and other informational, entertainment, andpromotional content, automatically and in response to consumer inputs.

[0014] In one embodiment of the present invention, a digital departmentsystem is provided. The digital department system of the presentinvention includes a network management center, a network operatingcenter that is coupled to the network management center, a multimediaserver, a multicasting transmission medium coupling the networkoperating center and the multimedia server, a listening post coupled tothe multimedia server by the network, and one or more audio/videodisplay capable of displaying video and capable of playing audio, theaudio video display coupled to the multimedia server by the network. Theaudio and video content are stored in digitized files on the multimediaserver for distribution throughout the site via the network.

[0015] A further understanding of the nature and advantages of thepresent invention may be realized by reference to the remaining portionsof the specification and the drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

[0016]FIGS. 1A and 1B illustrate one embodiment of a digital departmentsystem according to the present invention;

[0017]FIG. 2A is a view of one embodiment of an interactive endcapaccording to the present invention;

[0018]FIG. 2B is another view of one embodiment of an interactive endcapaccording to the present invention;

[0019]FIG. 2C is another view of one embodiment of an interactive endcapaccording to the present invention; and

[0020]FIG. 3 is a view of a wall-of-eyes according to the presentinvention.

DETAILED DESCRIPTION OF THE INVENTION

[0021] I. Introduction

[0022] In an embodiment of the present invention a new digital contentdistribution network is presented, providing commercial sales outlets ofa commercial entity expanded bandwidth for delivery of video, audio,graphics, text, data, and other types of information streams within (andalso, optionally, outside of) these commercial sales outlets. This newparadigm redefines in store merchandising in the mass merchant channeland creates a new commercial sales environment which stimulates sales byoffering customers entertainment and extensive product information in asimple, easy to use format.

[0023] A digital department system (DDS) 100 illustrated in FIGS. 1A and1B allows for the distribution of promotional and product content to oneor more commercial sales outlets, such as a department store,convenience store, retail outlet, discount outlet, or other suchlocation.

[0024] DDS 100 is a system employing a combination of software andhardware that provides cataloging, distribution, presentation, and usagetracking of music recordings, home video, product demonstrations,advertising content, and other such content, along with entertainmentcontent, news, and similar consumer informational content in an in storesetting. This content includes content presented in MPEG1 and MPEG2video and audio stream format, although the present system should not belimited to using only those formats. Software for controlling thevarious elements of DDS 100 preferably runs in a 32 bit operating systemusing a windowing environment (e.g., MS-Windows™ or X-Windows operatingsystem) and high-performance computing hardware. DDS 100 utilizes adistributed architecture (preferably a distributed three layerarchitecture) and provides centralized content management anddistribution control via satellite (or other method, e.g., a wide-areanetwork (WAN), the Internet, a series of microwave links, or a similarmechanism) and in store modules.

[0025] II. Content Providers

[0026] Content may be provided from an advertiser 102, a recordingcompany 104, a movie studio 106 or another content provider, such asother content provider 108. Advertiser 102 can be a productmanufacturer, a service provider, an advertising company representing amanufacturer or service provider, or other entity. Advertising contentfrom advertiser 102 consists of audiovisual content includingcommercials, “info-mercials”, product demonstrations, and the like.

[0027] Recording company 104 is a record label, music publisher,licensing/publishing entity (e.g., BMI or ASCAP), individual artist, orother such source of music related content. Recording company 104provides audiovisual content such as music clips (short segments ofrecorded music), music video clips, and the like. Movie studio 106 is amovie studio, film production company, publicist, or other sourcerelated to the film industry. Movie studio 106 provides movie clips, prerecorded interviews with actors and actresses, movie reviews,“behind-the-scenes” presentations, and similar content.

[0028] Other content provider 108 can be any other provider ofaudiovisual content that can be displayed automatically or in responseto a request by a customer. For example, other content provider 108could be a computer software company such as a game software company, abusiness software company, or other such software manufacturer. Othercontent provider 108 provides audiovisual content depicting ademonstration of the software by a user, a “canned” (i.e., preset)demonstration of the company's software, an operating demonstrationversion of the software, or similar audiovisual content.

[0029] III. Network Management Center

[0030] Content is preferably procured by the entity operating a networkmanagement center 110 (NMC 110) via traditional recorded media (tapes,CD's, videos, and the like). Content provided to NMC 110 is compiledinto a form suitable for distribution to and display at the commercialsales outlets being supplied. This normally includes using audiovisualclips provided by the various sources and editing-down the full-lengthcontent that may also be provided by those sources.

[0031] NMC 110 maintains a catalog (database) of products for preview.NMC 110, in accumulating and compiling this information, also digitizesthis information and provides it to a Network Operations Center (NOC)120 in the form of digitized data files 122. It will be noted that datafiles 122, although referred to in terms of digitized audiovisualcontent, can also be streaming audio, streaming video, or other suchinformation. Each product may have associated digital files containinginformation pertaining to the product. Alternatively, all theinformation may be compiled into one file. Following are examples of thetypes of files/information that may be catalogued and maintained:

[0032] Video clips (music video, movie clip, product demonstration, andthe like)

[0033] Liner notes

[0034] Date for broadcast

[0035] Audio clips

[0036] Song titles

[0037] Region for broadcast

[0038] Graphics

[0039] Album/artist info

[0040] Date to delete

[0041] The NMC system also has the capability of maintaining a catalogof sponsor information that has been stored as digital files. Thefollowing are examples of the types of files that can be cataloged andmaintained, although the types of files that may be catalogued shouldnot be limited to the following:

[0042] Sponsor commercials

[0043] Sponsor bumpers

[0044] Sponsor graphics

[0045] Finally, NMC 110 is capable of maintaining a catalog of itemsstored as digital files that do not specifically pertain to a product orsponsor. An example of such items would be attract videos. Attractvideos are general promotional, informational, or entertainment videosthat are intended to attract a consumer's attention while they areshopping, in order to increase the likelihood of their utilizing thesystem.

[0046] All files are preferably named so that they are uniquelyidentifiable. For example, the file names for products can be based onthat product's UPC code, which uniquely identifies that particularproduct within the system. A software module may be used to assemble theapplicable file names for a content update into a script to be deliveredwith the update. This would support transmission schemes such aspackaged delivery (using, for example, compressed files, files storedusing a UNIX tar command, or the like). Of course, files may also besent separately.

[0047] In order to update the content of a site or group of sites, atleast the following information is preferably maintained for each site:

[0048] Site identifier

[0049] Network addresses of on-site devices

[0050] Routing protocol

[0051] Software, as described in commonly-owned U.S. patent applicationSer. No. 09/130,998 is used to categorize, name, and catalog content atNMC 110. This function is referred to herein as content cataloging andscripting. This function is used by NMC 110 to manage content and createscripts for in store playback. These may be integrated into the existingmanagement system. The distribution software may be configured to expectthis function to be performed by the operator of NMC 110. The functionsprovided preferably include at least the following capabilities:

[0052] The ability to catalog titles by UPC and type as well as relatedcontent

[0053] The ability to define and specify groups and date ranges forwhere and when content is active

[0054] The ability to define a scripted play list for video bumpers,attract loops, and the Wall-of-eyes (described subsequently)

[0055] The ability to view/edit/delete/copy scripts

[0056] Data elements listed below are referenced by the distributionmodule when compiling a distribution. The data elements that representchanges to existing tables can be added to current screen layouts foruser data entry. The DDS system's flexibility allows new tables and therequired additional screens to be developed by the NMC's operator, andthen integrated into the DDS system.

[0057] The system has the ability to track titles (CD's, videos, generalmerchandise, software (including CD ROMs), and other such products) andthe cataloging/inventory information associated with them. Preferably,information be provided for each title that specifies the groups inwhich stores are located for distribution of appropriate titles issupplied to DDS 100. Additionally, DDS 100 preferably receivesinformation specifying the location of content files and scriptdefinitions that define the graphical behavior of the endcap unit (s)during attract modes and when titles are scanned. Other informationpreferably supplied to the DDS system includes, but is not limited to:data specifying text and graphic overlays for titles during video andaudio playback, text strings (or other display data) that are to be usedin the endcap attract mode, and endcap settings during audio playback.

[0058] The user interface includes several screens. The screens for userdata entry of data elements used by the distribution module include, butare not limited to those listed in Table 1. TABLE 1 DATA ENTRY SCREENSFOR THE DISTRIBUTION MODULE. Screen Explanation Groups Screen for dataentry of groups that are used to group stores Store Groups Screen foruser to associate stores with defined groups Button Groups Screen foruser to associate buttons (titles) with defined groups Video Text Screenfor data entry of text overlays of video clips Audio Text Screen fordata entry of text overlays during CD audio playback Video Icons Screenfor data entry of graphic overlays of video clips Audio Icons Screen fordata entry of graphic overlays during CD audio playback Script Screenfor data entry of script definitions Attract Script Screen for dataentry of attract mode portion of a script definition Scan Script Screenfor data entry of user-scan portion of a script definition LCD TextScreen for data entry of LCD text strings in a script definition BumperExclusion Screen for data entry of bumpers to be excluded for certainvideos in a script definition Audio Settings Screen for data entry ofendcap settings during audio playback

[0059] The distribution and delivery module is the software module usedat NMC 110 to create distributions destined for stores. The computingplatform used by NMC 110 is preferably a high-performance PC-compatibledesk-top system (e.g., Windows 95™, Windows NT 4.0™, LINUX™, or otheroperating system running on a PC-compatible computer having at least 16MB RAM). The module's source code is compiled into an executable, andmay be written in any suitable computer language, although the C++computer language is preferable.

[0060] The functionality provided by this module preferably includes,but is not limited to:

[0061] The ability to create a distribution pack or a set of contentfrom the existing NMC cataloging system

[0062] The ability to package and assign a distribution pack to be sentto a store or a group of stores

[0063] The ability to verify the integrity of a distribution by scanningfor the existence of referenced files

[0064] The ability to send via FTP the distribution files to NOC 120

[0065] The ability to graphically display transmission information

[0066] The ability to log transmissions of distributions

[0067] The ability to view the transmission logs

[0068] The Database module manipulates the NMC database as well as theDistributions' table described below, among other data. Information usedby this module includes, but is not limited to, data regarding the UPCcode, the site groups, the UPC groups, the related video materials (ifany), the related audio materials (if any), and additional information,as needed, which is described further in commonly-owned U.S. patentapplication Ser. No. 09/130,998.

[0069] The interface of this software consists of a main screen with agrid layout of existing distribution records and a mechanism to defineand schedule new distributions. For example, in order to generate a newdistribution, the user can specify some or all of the following:

[0070] A target group name from the ‘Groups’ table.

[0071] A date when the distribution is to be sent.

[0072] A blank date will specify ASAP status.

[0073] A beginning and ending date range from which to select titles tobe distributed and/or removed from a current distribution.

[0074] A script definition identifier.

[0075] FTP address and directory or local directory for distribution andenvelope files to be transferred.

[0076] Once a distribution has been defined by user, a record in theDistributions' table is made and the following events occur. First, adistribution set is created. The system can perform a relational joinbetween the relevant tables and execute a query for title/contentidentifiers (e.g., UPC code) that match the group and date rangespecified in the ‘Distributions’ table. This set of identifiers isreferred to as the ‘pending distribution set’ and is copied into a newgenerated table that identified using the associated distributionidentifier from the ‘Distributions’ table. This table is then a recordof the content that is to be included in distribution according to theuser parameters stored in the ‘Distribution’ record. The filename andpath of this table is stored in the ‘Distribution’ record. Preferably,the system removes these files automatically when they are no longerneeded.

[0077] Next, one or more difference sets are created. For each store inthe targeted group, the pending distribution set table is compared tothe store's current distribution set table and a result difference setis generated. This set represents only the differences between thecurrent and pending distribution sets and is copied into a temporarytable that is preferably identified in part by either the group name forthe targeted group or the store identifier of the targeted store. Thisset is preferably the same for all the stores in a group, except in thecase where a store has been recently added or moved to a group where ithas a different current distribution set than other stores in the group.In such a case, a separate difference set is created for each newlyadded store in the group, with the file name reflecting the store'sidentifier.

[0078] Next, one or more distribution package(s) are created. Using theinformation in the difference table, the system will then performseveral actions, preferably including at least the following:

[0079] Searching for and compiling the binary content files associatedinto a temporary directory structure that will mirror the in storedirectory structure.

[0080] Creating necessary files used for textual information, including,for example: UPC.INI—where UPC is the UPC code of the CD title. Thisfile is required for the listening post for LCD text data when playingaudio only CD's. LPx.INI—where x is the listening post number. This fileis used for attract mode LCD text.

[0081] Storing files in the directories as they appear on the targetmachine. The system creates in temporary storage the directory and filestructure as it appears on the in store target machines and copy contentto the appropriate locations.

[0082] Compressing the content files, including directory informationinto separate compressed files, one for each type of target in storemachine.

[0083] Compressing the collection of separate compressed files into amaster compressed file along with an information file on the directionsfor uncompression.

[0084] Creating a satellite attributes (envelope) file using the groupdefined in the ‘Distribution’ record's ‘Group_Name’ field in order tocompile a list of store addresses to include in the envelope file.

[0085] Transmitting the file(s) by copying the files to temporarystorage area where the sender module sends the files for transmission.

[0086] Receiving acknowledgment from the sites receiving the content.The system waits for a given time interval and collects acknowledgmentsfrom each recipient. Also performed is error checking, during which NMC110 is notified of any packages that weren't sent or received. Thismechanism may be effected via the transfer of acknowledgment files.

[0087] The envelope format contains several fields that define behaviorsof package distributions. The various modules that handle packages inthe envelope format may contain registry entries for these settings andmay refer to them when assembling the envelope file. Once a file istransferred successfully to NOC 120, the ‘Sent_Date’ field of the‘Distributions’ table can then be updated and the temporary datadeleted.

[0088] Thus, the software can be used create ‘distribution packs’ thattargeted to specific store sites and delivered to one or more stores ona scheduled or on demand basis. The distribution packs, if used, containcontent that is intended to either replace or enhance existing contentalready present on site (unless the site's system is being initializedfor the first time, in which case the packages delivered will for thebasis of the site's initial content). Alternatively, the files may becompressed and transferred separately, or a streaming compressionprogram of some type employed.

[0089] IV. Network Operations Center

[0090] Using the file compression approach mentioned above, the newcontent and script is compressed into a single file. The compressedfile, along with the above site information for each affected store, isthen transmitted to NOC 120, which may be a satellite communicationscenter, an ISP on the Internet, a WAN hub, or other such centrallocation. Optionally, the information may be distributed directly fromNMC 110. Sites with identical content updates can be designated asgroups (regions), if, for example, multiple file transfer protocol(MFTP) sessions or multicasting is used.

[0091] As will be apparent to one of skill in the art, in fact, severalmethods for distributing the information via satellite exists. Amongthese are internet protocol (IP) multicasting, switched multimegabitdata service (SMDS), WAN protocols, internet group management protocol(IGMP), and Starburst™ multicasting (Multicast FTP™). These methodssupport the broadcasting or multicasting of promotional content to thecommercial sales outlets.

[0092] One example of a multicasting technique is the Multicast FileTransfer Protocol (MFTP) from Starburst™. This protocol is described ingreat detail in the draft specification entitle “Starburst MulticastFile Transfer Protocol (MFTP) Specification,” (filename:draft-miller-mftp-spec-03.txt; dated April, 1998) which can be viewed atthe time of this writing at the following universal resource locator(URL) on the World Wide Web:

[0093]http://www.globecom.net/ietf/draft/draft-miller-mftp-spec-03.html, whichdraft specification is incorporated herein by reference in its entiretyand for all purposes. File Transfer Protocols (FTP) are the workhorsefile transfer protocol associated with the TCP/IP protocol suite. FTP isthe file transfer application used for pulling documents off of theInternet, for example. FTP runs on top of the TCP transport layer. FTPrelies on TCP for reliable delivery of data, as TCP provides connectionoriented service. This means acknowledged error correction of datatransmissions and guaranteed ordering of frames. Connection-orientedtransport protocols set up virtual circuits, where the virtual circuitmakes the connection look like a physical circuit for the duration ofsetup. TCP, like many other error correcting protocols, corrects data onthe fly based on the concept of sliding windows. The transmitter sendsout a window worth of data before requiring an acknowledgment. Formaximal efficiency, the window size (i.e. the time to send out a windowworth of data) should match the round trip network delay. If thismatches, the transmitter will not have to wait for acknowledgments butcan continue to send data continuously.

[0094] TCP uses dynamic windowing, where the window size is calculatedand set dynamically based on measurements of round trip delay and otherparameters such as receive buffer size. However, the delays incurred insatellite data networks can be beyond the limit of window size,especially at high transmit rates, resulting in transfer inefficiency.FTP requires the setup of two TCP virtual circuits, one for control andone for the actual data transfer. The control virtual circuit is usedfor logging in and setup of the file transfer, with the other usedstrictly for data transfer. Hosts with multitasking operating systems,such as UNIX workstations; can have multiple FTP connectionssimultaneously to multiple sites allowing files to be sent to multiplesites concurrently.

[0095] A file transfer service in the TCP/IP suite that operates on topof UDP is the Trivial File Transfer Protocol, TFTP. TFTP was designed tobe a very simple alternative to FTP, and was conceived to be so simpleit could be implemented in a ROM. One big usage originally envisionedwas for machine boot of software at startup. UDP provides a simpledatagram service for transport. No error correction is provided,although error checking is done, with bad packets simply dropped.Packets may be delivered out of order. Thus, TFTP must provide the errorcontrol at the application layer to make sure that the file istransferred error free.

[0096] TFTP operates with a window of one with a fixed application layermessage of 512 bytes. This means that every 512 bytes of transmissionrequires receipt of an acknowledgment before the transmitter can proceedto the next 512 bytes to be sent in the file. Window of one protocolswork reasonably well when there is little round trip delay in thenetwork, for example on a LAN. But if there is significant delayrelative to the time to send a message, efficiency suffers greatlybecause the transmitter has to wait a high proportion of the time foracknowledgments.

[0097] Another file transfer protocol is based on the Multicast FileTransfer Protocol (MFTP). MFTP operates over UDP in the TCP/IP protocolsuite. An explicit transmit rate is settable, allowing a known amount ofbandwidth to be reserved for other applications. The protocol isefficient, with little performance degradation due to delays oversatellite or wireless networks. MFTP is designed for multicast andbroadcast usage over data networks of all sorts including wireline andwireless WANs, and in other scenarios where multicast and broadcastservices are becoming available.

[0098] There are three basic entities defined in the MFTP protocol; theframe, which is a link layer entity and has the same meaning for MFTP asfor other protocols, the block which consists of a number of frames,usually hundreds or possibly even thousands, and a pass, which consistsof transmission of the whole file on the first pass, and missing pieceson subsequent passes. Clients are obliged to send acknowledgments aboutthe previous block at block boundaries. A selective reject negativeacknowledgment indicates those frames within the block that are missingor in error.

[0099] An MFTP transmitter does not stop and wait for acknowledgmentsbefore continuing transmission. Rather, it transmits continuously untilthe whole file has been transmitted, at which point it sends another“pass” consisting of only those frames that were negativelyacknowledged. A third or fourth pass may be required to complete errorfree transmission to all clients. The concepts of not stopping andmultiple passes results in acceptable file transfer efficiency. Thetransmitter is transmitting the file virtually all of the time so thathigher speeds can be used than might otherwise be possible only badframes are resent. Performance tends to be independent of network roundtrip delay, which is important for high speed wireline, satellite, andCDPD wireless infrastructures. Multicast as well as unicast service isavailable when using MFTP.

[0100] MFTP has the additional capability to dynamically set up and teardown groups and add and delete members of a group to which a file is tobe transferred. This capability provides a high level of flexibility andconvenience to the user. Dynamic groups capability is able to operate intwo different network environments; multicast IP for routed networks,and multicast frame relay or multicast SMDS for bridged environments. Inthe latter case, the group is set up totally in the application layerunder control of MFTP. In routed networks, the routers route based onthe location of members of the group using the IGMP protocol describedin RFC1112, which is included herein by reference, in its entirety andfor all purposes.

[0101] V. Communications Network

[0102] NOC 120 communicates digitized data files 122 to a commercialsales outlet 130 via a communications network 125. Communicationsnetwork 125 can be implemented in any one of several technologies. Forexample, a satellite link can be used to distribute digitized data files122 to commercial sales outlet 130, as described below. This allowscontent to easily be distributed by broadcasting (or multicasting) thecontent to various locations. However, any response by the systems arethose locations must be accomplished in some other manner, such as byleased line, public telephone line, the Internet, or some othercomparable mechanism.

[0103] Alternatively, the Internet can be used to both distributeaudiovisual content to and allow feedback from commercial sales outlet130. Other ways of implementing communications network 125, such asusing leased lines, a microwave network, or other such mechanisms, willbe apparent to one skilled in the art.

[0104] As an example, FIG. 1A depicts communications network 125 as asatellite link that includes a transmitting station 121, a satellite127, and a receiving station 128 at commercial sales outlet 130. Also atcommercial sales outlet 130 is a receiver/decoder 135. Digital datafiles 122 are sent by NOC 120 via transmitting station 121 to satellite127, which then broadcasts this information to various locations, suchas commercial sales outlets (exemplified by commercial sales outlet130). These commercial sales outlets receive this information viasatellite receiving systems, such as receiving station 128. Thedigitized information is then provided to receiver/decoder 135 whichthen distributes this information to various points in commercial salesoutlet 130.

[0105] Receiver/decoder 135 is capable of receiving, processing, andproviding voice, video, data, and other forms of information to variousdevices within commercial sales outlet 130. While the configuration ofthe communications network 125 (and in particular, transmitting station121, receiving station 128, and receiver/decoder 135) will varyaccording to the technology used to distribute digital data files 122.For example, while transmitting station 121 and receiving station 128are described in terms of a satellite network, one of skill in the artwill recognize that these elements could support broadcast or duplexcommunications systems. These elements could therefore be satellitetransmitters/receiver pairs, a multicast network, a UUCP (Unix-to-UnixCoPy) network, or the like. Alternatively, these elements could benetwork interface cards, microwave transceivers, infrared transceivers,or the like. In this example, a satellite broadcasting system isemployed. Transmitting station 121 and satellite 127 are implementedusing commercially available satellite communication technology, and soare not described in detail herein.

[0106] Receiving station 128 and receiver/decoder 135 may also be of anyconventional design, but are preferably implemented using satellitetechnology that lends itself to ease of installation and operation suchas that available from Hughes Networking Systems, Inc., orDigitalXpress. An example of a satellite broadcast solution is theReceive-only Earth Station (RES™) system, by Hughes Network Systems,offers a flexible and cost effective means of receiving data broadcastby satellite. In this configuration, receiving station 128 andreceiver/decoder 135 simply receive data files 122. Reponses to NMC 110,reporting of broadcast errors, reporting of system integrity, reportingof consumer information, and the like are by telephone or leased lines(not shown), or other mechanism. Thus, the focus in this type of systemis the provision of data files 122 to the remote sites.

[0107] The RES™ system is a satellite-based digital data receiversupports the distribution of high volumes of data in a data broadcastingenvironment. The RES™ design has an L-band receive interface andsupports fine tuning in 1 kHz steps. The RES™ system thus providesreliable and efficient satellite data reception.

[0108] The RES™ package includes a low noise block downconverter (LNB),an interfacility link (IFL), and an indoor unit (IDU). The LNB, whichcan be easily integrated with a variety of receive-only antennas,downconverts the RF C- or Ku-band signal to L-band. The L band signalsare sent to the IDU via the IFL. The entire IDU, housed in a spaceefficient set-top box, demodulates and decodes the signal. The RES™system is an elegant and self-contained set-top unit, and is able tooperate in a variety of environments.

[0109] The RES™ system is configured and controlled by means of softwarerunning on a personal computer, workstation, “dumb” terminal, or thelike. The software enables the operator to set the unit's operationalparameters. Thus, by software selecting system features such as the datarate, modulation type, and coding type, network flexibility is obtained.The software also maintains a check on the status of the RES™ system.Status information available includes, but is not limited to:

[0110] User data rate

[0111] Modulation type

[0112] FEC type

[0113] Receive frequency and offset, and other receiver parameters

[0114] The RES™ system's functional modes include the following fourmodes. During the idle mode, the RES™ system is quiescent, awaitingcommands. During the acquisition mode, the RES™ system is activelysearching for a receive signal in a region around an assigned frequency.During the tracking mode, the RES™ system is tracking, demodulating, andsending data to the user's system (e.g., a multimedia server 160 incommercial sales outlet 130). During the fade mode, the RES™ system hasrecognized a faded signal condition and is waiting for signal conditionsto improve before resuming tracking mode, or until it times out andreturns to acquisition mode. The RES™ system supports the demodulationof signals modulated using quadrature phase-shift keying (QPSK)- orbinary phase-shift keying (BPSK) at data rates of between about 64 kbpsand 2.048 Mbps in multiples of 64 kbps (including 1.544 Mbps). The datarate used is software selectable. The data interface provided is, forexample, an RS-422 interface, although other interface specificationscan easily be met using the given hardware. Error coding can be, forexample, Viterbi decoding (e.g., K=7 in R ½ and R ¾).

[0115] Another example of a satellite broadcast system is the GeminiEarth Station (GES™) from Hughes Network Systems, Inc. (HNS), whichcombines the HNS 9100 Universal Modem (UMOD) with a reliable andeconomical outdoor unit (ODU). The ODU unit employs an integratedarchitecture that provides high-performance at reasonable cost. The GES™is used in point-to-point (unicast) and point to multipoint networks.The GES™ offers the following advantages over conventional systems:

[0116] Low-cost VSAT stations

[0117] High reliability

[0118] Good performance and versatility

[0119] Single interfacility link (IFL) cable

[0120] Easy operation and maintenance

[0121] The remote RF equipment can be controlled from inside the site

[0122] Simplified aiming of the antenna that requires only a voltmeter

[0123] Integrates with other HNS products such as the Personal EarthStation™ (PES™ discussed infra) and the RES™ system (discussed supra)

[0124] Local and remote monitor and control capabilities

[0125] The GES™ can be configured to operate in satellite bands such asthe C-band and Ku-band. The station includes an indoor unit (IDU), anODU, IFL, and antenna. The IDU consists of an HNS UMOD and an RFinterface module (RFM). The 70 MHz intermediate frequency (IF) output ofthe UMOD interfaces with the RFM to convert the IF signals(transmit/receive) for use by the ODU. The RFM board also contains amultiplexer to combine all power, control, and transmit/receive signalsonto a single IFL cable.

[0126] The universal modem can accommodate quadrature phase-shift keying(BPSK) or binary phase-shift keying (BPSK), although one of skill in theart could easily envision other modulation schemes that couldsuccessfully be used in this system. A Viterbi, sequential decodingscheme is used for forward error correction, with coding rates of ½, ¾,or 1 (i.e., no coding). Data rates supported by the system range fromabout 9.6 kbps to about 8.448 Mbps, and are preferably controlled in 1bps steps. Data interfaces that the GES™ supports includes RS-232,RS-449, V.35, and G.703, although other formats can easily beaccommodated in such a system.

[0127] The system may be monitored and controlled in several ways, suchas by a front panel keypad and display, or by a terminal interfacecommand set (e.g., for use with a “dumb” terminal). Other monitor andcontrol interfaces can easily be devised, such as a graphical userinterface (GUI) monitor and control system software. Optionally, aViterbi/Reed Solomon concatenated codec may be employed for improved biterror rate (BER).

[0128] An example of a satellite system capable of supporting two waysatellite communications is the Personal Earth Station™ (PES™) from HNS.This system provides a low-cost, high capability satellitecommunications system. The system is part of a private satellite networkthat supports two-way data, voice, multimedia, and one way broadcastvideo and data communications between an NOC and remote sites.

[0129] A PES™ system is located at each remote site on the network,providing communications with NOC 120. NOC 120 may be, for example, ahub station located at a user's headquarters or data center or an HNSoperated “shared hub.” The PES™ system effectively supports dataintensive applications and, at the same time, provides fast responsetimes for interactive applications. Capacity is allocated to remotesites on demand, providing optimum response times for remoteapplications.

[0130] The PES™ network is made up of two components: an outdoor unit(ODU) and a digital indoor unit (DIU). The ODU is a small antenna withan antenna-mounted radio frequency (RF) unit that enables thetransmission of signals originating at the remote site and the receptionof signals originating from the hub. Functions performed by the ODUinclude signal reception and downconversion to intermediate frequencies,and signal transmission and upconversion to radio frequencies. The sizeof the antenna depends on the data rates used and the satellite coverageavailable. The ODU is installed at the remote site, typically on anon-penetrating mount secured by ballast on the roof of the remote site.

[0131] The DIU converts signals to and from baseband frequencies andprovides interfaces to user equipment. The standard DIU is provided withtwo ports. Additional interfaces are available through a variety ofexpansion options. Multiple protocols are supported enabling interfacesto a variety of data processing and computer equipment. Video istransmitted independently of data and voice. The DIU is attached to theODU through a single IFL cable.

[0132] This system can operate, for example, at frequencies in the Kuband, the C band, and other satellite bands, at various data rates.Asynchronous data rates are supported up to 19.2 kbps, while synchronousdata rates of between about 1.2 kbps and 64 kbps, at standard datarates, are supported. Interfaces supported include data interfaces, LANinterfaces, voice interfaces, and video interfaces, such as RS-232,RS-422, V.35, RS-530, Ethernet (UTP, coaxial), Token Ring (Type 1, Type3), RJ-11 (two-wire loop start or four-wire E&M). Protocols supported bythe PES™ system include, but are not limited to, Ethernet (10 Mbps),Token Ring ({fraction (4/16)} Mbps), SDLC (PU4-PU2, PU4-PU4),SDLC-to-Token-Ring, X.25, BSC 3270, TINET, Bit and Byte Transparent,HASP, Frame Transparent, X.3/X.28 PAD, Broadcast, and other, morespecialized protocols.

[0133] Alternatively, a system such as that manufactured byDigitalXpress may be used in implementing receiving station 128 andreceiver/decoder 135. One system from DigitalXpress includes an antennakit and a receiver. The antenna kit consists of a 36″ reflector, a nonpenetrating roof mount, and Ku-band (11.7 to 12.2 GHz) LNB (low noiseblock downconverter). The antenna is easily aligned and is secured viathe mount to the roof with ballast. The antenna receives linearlypolarized signals from the DigitalXpress transponder on the SBS-6satellite located at 74 degrees west longitude. The LNB is located atthe focal point of the Ku band antenna, receives power from theDigitalXpress digital satellite receiver and generates an L-band (950 to1450 MHz) RF signal which is routed to the satellite receiver via anRG-6 coaxial cable. The antenna has a frequency range of between about10.95 GHz and 12.75 Ghz. Also offered is a 1.2 m antenna with similarcharacteristics.

[0134] The DigitalXpress receiver is a tabletop, VCR sized componentthat connects via coax cable to the LNB and antenna. The receiver hasthe following outputs:

[0135] S Video

[0136] Modulated Channel ¾ TV

[0137] Stereo Audio

[0138] Wideband Data Port

[0139] RS-232 Port

[0140] RJ-11 Telephone Port

[0141] RS-422 High Speed Data Port

[0142] These outputs are similar to those of a VCR, with the exceptionof the Wideband Data, Telephone, and RS-232 ports, which are used fordata applications. The receiver kit also includes a security systemutilizing an access card. This credit card sized device contains activeelectronics, and employs a verification system that allows onlyauthorized users to decrypt video and computer data.

[0143] VI. Digital Department System™ On-Site Network

[0144] Receiver/decoder 135 is preferably capable of receiving bothdigital and analog information. With regard to data reception anddistribution, receiver/decoder 135 is connected to various network nodesin commercial sales outlet 130 via a network system 150. Network 150,while it may be directly connected to various other nodes in commercialsales outlet 130 is connected in FIG. 1B to multimedia server 160, asnoted. For most of data files 122, once they are received by receivingstation 128 at commercial sales outlet 130, they, are passed toreceiver/decoder 135, which in turn passes them on to multimedia server160. Multimedia server 160 is connected via the network (e.g., an ethernetwork using a TCP/IP protocol stack, and using FTP file transfers todistribute the promotional information) to various nodes in commercialsales outlet 130. These nodes include (but are not limited to) anin-line home video station 161, an in-line computer hardware andsoftware interactive display 165, an in store radio system 170, awall-of-eyes 180 (which may be connected to either multimedia server160, or to receiver/decoder 135 via a video switch 175, which isoptional), listening posts 185, audio/video endcaps 190, audio/videoendcaps in other departments 195, on-line services 200 and an entity LAN210. Entity LAN 210 may be connected to an on-line internet commerceaccess system 220, a UNIX server 230 and/or a CBL server 240, amongother such possible connections.

[0145] Preferably, each site (as represented by commercial sales outlet130) houses a multimedia server (represented in FIG. 1B by multimediaserver 160). Each multimedia server is capable of receiving distributionpacks and, accordingly, distribute them in store. Interactive Endcapsare capable of storing their own content and receiving content whendistribution packs are received optionally, other audio content may beserved on demand from multimedia server 160 to the requesting listeningpost or audio/video endcaps 190. Additionally, multimedia server 160 iscapable of driving wall-of-eyes 180 as a separate sub system. Contentintended for wall-of-eyes 180 may be included in a distribution pack (orsent separately) and may be hardware pre empted when a live video feedis presented via video switch 175. DDS 100 is capable of gathering userusage statistics and performing periodic diagnostic checks on itself andaudio/video endcaps 190. Gathered information may be sent by the DDSserver to NMC 110 on a scheduled or on demand basis (e.g., via an FTPbackchannel communication). Optionally, multimedia server 160 may alsoprovide certain in store management functions.

[0146] VII. Multimedia Server Operation

[0147] Software (not illustrated) residing on multimedia server 160provides operational and database functions to support the distributionof promotional content and the gathering of system and customerstatistics. This software is described in great detail in commonly-ownedU.S. Pat. No. 6,366,914, but is described here briefly for completeness.

[0148] Multimedia server 160 is a computer (preferably, a PC-compatiblecomputer) that preferably runs one or more of the following softwarepackages:

[0149] DDS distribution receipt module

[0150] DDS maintenance module

[0151] Endcap Log Server

[0152] TCP/IP and FTP network services (or software providing comparablefunctionality)

[0153] HTTP services

[0154] Wall-of-eyes Script Module

[0155] IP Multicast Software (or software providing comparablefunctionality)

[0156] On or more of the above software modules, aside from thedistribution receipt module, are preferably loaded either as

[0157] services or are run as background tasks. The wall-of-eyes scriptmodule is normally the focused foreground application and so should haveCPU priority. The server preferably has network access to the endcapstations through network file services. Access to the listening postsmay be, for example, through TCP level communication. The software onmultimedia server 160 provides the functionality required to managecontent, allow the previewing of content, maintain system and consumerstatistics, and the like.

[0158] One of the modules needed to implement the DSS system on site isa satellite receiver communications module. Multimedia server 160 willperiodically receive data-from NOC 120. This may be via a satellitereceiver at commercial sales outlet 130 (as shown in FIGS. 1A and 1B),or may be by some other method, such as a wide-area network (WAN), anInternet connection (either by independent service provider (ISP) orleased line), or other method. The data will generally be contained in aZIP file, alone with instructions regarding the directory into which itneeds to be unZIPped. Alternatively, the files may be sent uncompressed,or sent separately, or packaged using a UNIX tar command or equivalent,or by another method.

[0159] Via an NMC communications module, multimedia server 160preferably provides the ability to contact (via modem or othercommunications functionality) NMC 110. Alternatively, othercommunication methods may be used, such as a two way communicationssystem (e.g., WAN, Internet, and the like). For example, the PersonalEarth Station™ from HNS might be employed as described previously.Multimedia server 160 may contact NMC 110 either on a scheduled basis oran event triggered basis. An example of a scheduled dial up could be toreport daily usage statistics. An example of an event triggered dial upcould be a diagnostic failure.

[0160] Also provided is a data routing module. On a regularly scheduledbasis, multimedia server 160 may be configured to search a predetermined list of directories for the existence of new files or newversions of files. If new files are found, they may be sent to a networkaddress associated with the directory in which they are found.

[0161] Also provided is a boot-up module. When the multimedia serverboots up, it preferably commences normal server boot-up functions.Preferably, the boot-up module also checks for evidence of a previousabnormal shutdowns. This may include invoking the data routing module.

[0162] Also provided is a management module. The management module hasthe capability of providing store management with the ability to log onto the multimedia server as a user with limited access to makemodifications to pre-defined files. An example would be to create ormodify a text file containing a promotional message for a featuredproduct.

[0163] Also provided is a distribution recipient and router module. Thedistribution recipient and router module is preferably started by thesatellite communications module when a file (e.g., one or more of datafiles 122) has been received and is ready for distribution. The filetransferred may be passed on the command line, or provided in anothermanner (e.g., by an operator). Functionality provided by this modulesincludes, but is not limited to the following:

[0164] The ability to de compress distribution packs

[0165] The ability to determine from setup.ini file where files are tobe decompressed to

[0166] The ability to route appropriate portions of distribution packsto addressed Interactive Endcaps

[0167] The ability to log the reception and routing of distributionpacks

[0168] The ability to view the distribution logs

[0169] The ability to provide acknowledgment of packages directly to theNMC OPERATOR through direct FTP. Any manner of user interface displaymay be employed, but preferably, a main window with a grid displayingdistribution data log records for each distribution is presented to theuser. No interface is displayed when

[0170] launched with a command line file argument. This module receivesthe filename of the distribution file on the command line when launched.After the file is located, the following operations can be performed:

[0171] File decompression into the temporary directory into individualcompressed files

[0172] Parsing the setup file to determine the source files anddestinations.

[0173] Recursive decompression of files into the appropriate destinationdirectories

[0174] Removal of temporary and original download files is thenperformed

[0175] A log file record may be generated in the log file

[0176] Optionally, if a “delete” file is included in any of theindividual files, those UPC's and files may be removed from thecorresponding system(s). The multimedia server should have networkaccess to the nodes referenced in the destinations. Otherwise, an errormay occur and a distribution pack may not be successfully sent.

[0177] The purpose of the wall-of-eyes script module is to execute videoplayback scripts for wall-of-eyes 180. Functionality provided by thismodules includes, but is not limited to the following:

[0178] The ability to read the scripts designated for wall-of-eyes 180

[0179] The ability to play and output to wall-of-eyes 180

[0180] This module may be provided with only a consumer interface, ormay provide other interface functionality.

[0181] The video content (preferably MPEG-2 encoded and with no text orgraphics overlay information accompanying same) is made available from,for example, data files 122 received by multimedia server 160. Contentmay be stored locally (on multimedia server 160) or remotely (at NMC110, NOC 120, or on one of the nodes on network 150).

[0182] A maintenance module is provided to gather statistics on userusage. Listening posts (or other network nodes) gather daily statistics,and the module periodically gathers such data into a table and cleansout directories containing older versions of such information. Astatistics file may be maintained for each one of listening posts 185,at one or more of listening posts 185, at one or more of audio/videoendcaps 190, on multimedia server 160, at another of the many nodesconnected to network 150, or at a remote location (e.g., NMC 110 or NOC120). Following are examples of the data that may be logged for eachnetwork node (or groups of nodes, or for only one node) on a daily (orweekly, monthly, or other) basis, using a music CD selection as anexample:

[0183] Number of scans per product

[0184] Number of times a song is accessed by the FWD button

[0185] Number of times a song is accessed by the REV button

[0186] Number of times a song plays by default

[0187] All UPC codes not recognized by system

[0188] The system is also capable of scanning these and other in storesystems for possible errors and reporting them to NMC 110. On aregularly scheduled basis, multimedia server 160 preferably performsself diagnostics, as well as polls listening posts 185 and audio/videoendcaps (e.g., audio/video endcaps 190) for diagnostic status, such asalive and well, low disk space, etc. Signal quality (impedance check) ofwall-of-eyes 180 and other system checks may also be performed. If ananomaly is found, the NMC communications module can be invoked to reportthe problem to NMC 110 so that appropriate action(s) may be taken.

[0189] Functionality provided by this modules includes, but is notlimited to the following:

[0190] The ability to gather and catalog daily statistics files createdby listening posts

[0191] The ability to gather and catalog daily statistics files createdby audio/video endcaps

[0192] The ability to refresh statistics directories

[0193] The ability to scan server disk for low disk space

[0194] The ability to ping and scan interactive endcaps for low diskspace

[0195] This module will normally be loaded at all times in multimediaserver 160. At a pre defined interval, usually at an off peak time, thesystem preferably:

[0196] Gathers “.log” files from the listening post directories in anarea on multimedia server 160 and removes them from the log area

[0197] Copies the log files to the statistics destination directory

[0198] Ping listening posts and endcaps to ensure they are “alive”

[0199] Scan endcaps (and local) drive space

[0200] Errors are reported to the SNMP agent running as a process inmultimedia server 160 as a trap. Error thresholds are determined bystored settings.

[0201] The interactive endcap module provides the functionality requiredto support in-line home video station 161 and audio/video endcap 190 inallowing users to scan UPC codes of featured products (or otherwiseidentify other products of interest) and be presented with video andaudio clips relating to the product's content, product demonstrations,or the like. This module communicates with a listening post modulethrough a connection over network 150. The interface for this modulecan, for example, allow one or more of the nodes connected to multimediaserver 160 via

[0202] network 150 to emulate a kiosk. Functionality provided by thismodule includes, but is not limited to the following (which are statedin terms of a CD music preview configuration):

[0203] The ability to receive a UPC scan interrupt.

[0204] The ability to play MPEG and video and audio content associatedwith a UPC according to a scan script.

[0205] The ability to respond to navigation button presses sent from thelistening post module and respond accordingly.

[0206] The ability to read and play attract and bumper scripts

[0207] In this configuration, the module performs the followingfunctions:

[0208] Play an attract mode based on the current script definition.

[0209] Perform TCP communications with the attached listening postdevice used as a scanning station to determine when a product is scannedand when buttons are pressed. Additionally, the software will have theability to send text strings to the LCD panel on the listening postaccording to the attract script through this communication channel. Theserver based management module will also use this communications channelpause the system while updates are being made. When a UPC is scanned,play the scan script based on the current script definition.

[0210] Immediately display a product graphic and other information withany video content displayed.

[0211] When playing the title video, display any text and graphicsoverlays. If the consumer does not press the forward button to hear moresongs, the system at video completion, will display a graphic informingthe user that more audio tracks are available and prompting them topress the forward button.

[0212] When playing CD audio tracks, display a background with the albumgraphics and text overlays, including the audio titles, the currentlyselected track, and any prompts and sponsorship icons.

[0213] Video content (which has been defined as MPEG 1, although otherformats may be employed) and other content is stored on the endcap unitslocal storage using the directory and file naming conventions describedelsewhere in this document.

[0214] A wall-of-eyes script module allows multimedia server 160 tointerpret the script(s) associated with wall-of-eyes 180, which arediscussed infra. For purposes of this discussion, a “wall-of-eyes” is adisplay using two or more TV's, monitors, flat panel displays, or otherdisplay devices. The purpose of the script is to control the contentwhich is displayed on the wall-of-eyes. Following are examples ofelements that may be controlled by the script, although the elementsshould not be limited to those listed:

[0215] Video clips displayed on wall-of-eyes 180

[0216] Video clip order and frequency

[0217] Video clip in/out date and time Graphic overlays per clip

[0218] Text overlays per clip

[0219] For example, a continuous play, 2 hour, 3 non-interactive programcan be displayed on wall-of-eyes 180, which may [be] done during some orall of the site's hours of operation. In one embodiment, a mix ofexisting entertainment programming (music videos, home video trailers,first run movie trailers, for example) are played. Originalentertainment features (interviews, behind-the-scenes looks atmovies/videos, specials on concert tours), sponsor advertising spots andcommercial entity spots/information clips may also be displayed.

[0220] Preferably, video is delivered in MPEG-2 format, but otherformats, and even uncompressed, standard video, may be used. Theoriginal entertainment features are preferably provided by outsidesuppliers (such as production studios). The different programmingelements are preferably assembled at NMC 110 into one cohesive show(although this may be done at an off site location), and those elementsbound together with short introductions, headlines, trivia segments,question and answer segments, commercial entity facts, stationidentifications, and the like, all created by the NMC operator (or othersource), thereby creating a finished show image. One benefit of thepresent invention is the minimization of burn out/annoyance of outletpersonnel constantly exposed to the content displayed. Repetition iskept to a minimum, while still meeting advertising objectives ofadvertisers.

[0221] Programming may employ the following exemplary guidelines ofTable 2, although other scenarios will be apparent to those skilled inthe art: TABLE 2 EXEMPLARY PROGRAMMING GUIDELINES. Minutes of hourDescription 17.5 Music Videos: 5 videos per hour, 3.5 minutes each, non-repeating during the 2 hour show 5 Home Video Trailers: 5 trailers perhour, 1 minute each, non- repeating 4 Theatrical Movie Trailers: 2trailers per hour, 2 minutes each, repeating once per hour 9 CorporateSponsor Ads: 9 Sponsor advertisements per hour, :30 each, repeatingtwice per hour 20 Production studio TV content: 4 segments per hour, 5minutes each, non-repeating 3 Announcements for commercial sales entity:6 segments/hour, :30 each, repeating once per hour 1.5 Glue segments: 9segments/hour, 10 seconds each, repeating once per hour

[0222] Total running time for this example is 60 minutes. Content ispreferably completely revised on a monthly basis with 25% of contentchanged every week. Preferably, whenever possible, multiple versions ofrepeating content, particularly sponsor announcements, are rotatedwithin each hour and on a weekly basis.

[0223] Preferably, programming is scripted with separate files for eachcontent element (handled by the wall-of-eyes script module). This allowsfor seamless changing of content pods at any time via the chosencommunications method. Also preferably, there are several regionalizedversions of each months program (the specific number of which can easilybe configured). Each regionalized version emphasizes a different musicgenre (e.g., country, rock, alternative, and the like). Sponsorships maybe changed between each of the versions, although that is not necessarysponsorships may be the same for all versions; any amount of the contentmay remain unchanged between the versions.

[0224] The program preferably has the capability to switch from preparedprogramming to delayed live feed programs (special events, messagesfrom/interviews, and other live-action sources), with switching takingplace at the level of the commercial sales outlet (using, for example,video switch 175) or at entity headquarters (NOC 120 or actualheadquarters).

[0225] One of the primary functions of multimedia server 160 is theprovision of content to nodes connected to network 150. These tasks arehandled by an audio playback communications module. The following is anexample of the functionality that can be provided by the audio playbackcommunications module. When a barcode is scanned at a listening post,the UPC code is transmitted to the multimedia server via network 150.This is just one example of what can be done with such information,however. The information could be processed by computer of audio/videoendcap 190, one of listening posts 185, another node on network 150, ora remote location (e.g., the NOC or NMC). The audio playbackcommunications module “looks up” the UPC code and sends the data back tothe requesting node, such as audio information for previewing a musicCD:

[0226] Compressed audio file for the first track preview

[0227] Multiple lines of text associated with each UPC code (e.g.,artist name, price)

[0228] Alternatively, the audio data may be streamed to the node using,for example, real time audio compression and transmission technology.This is also true for video data sent throughout this system. In theaudio file example, when the FWD button is pressed, the current audiopreview is interrupted and a subsequent audio file is sent to thelistening post The number of times the FWD button generates anew audiopreview is dependent upon the number of previews available for a givenCD. If the FWD button is pressed during the last preview, a text string(or other data) will be sent to the listening post indicating that nomore previews are available. This data may be displayed, for example, onan LCD display at the listening post.

[0229] If the REV button is pressed during any subsequent audio preview,the preview is interrupted and the previous audio file is sent to thelistening post. If the REV button is pressed during the first audiopreview, a text string (or other data) may be sent to the listening post(again, that may be displayed on an LCD display) instructing theconsumer to push FWD for more previews. If an audio file completesplaying uninterrupted, the subsequent audio file will be sent. Thisaction may continue until all audio files for the scanned CD haveplayed, or may be re run in an infinite loop. If a new CD is scannedduring audio playback, the new UPC is processed, playback is interruptedand an audio file for the new CD is sent.

[0230] If a barcode is scanned and the UPC is not recognized by themultimedia server, a text string (or other data) is sent to thelistening post for display, notifying the consumer that no previews areavailable for that barcode. If a CD barcode is scanned at theinteractive endcap, and it is not a featured product (i.e., it has novideo available), the endcap may be configured to emulate a listeningpost from the multimedia server's perspective in such a scenario.

[0231] VIII. Listening Post

[0232] Listening posts 185 permit users to preview audio clips fromvarious recorded media, including CDs, albums, tapes, DAT tapes, andother recordings. Wall-of-eyes 180 and audio/video endcaps 190 can beused to allow customers to preview both prerecorded audio material andprerecorded video material, prior to purchase, based on selections madeusing one of listening posts 185. Similarly, audio/video endcaps inother departments 195 allow users to learn about various products eithervisually or audibly by inputting identifying information into thesystem. For example, a customer could use a keypad, mouse, trackball, orother input device to select from one of a number of displayed productsto learn more about that product. Alternatively, a universal productcode (UPC) scanner could be used to read the UPC off of the product whenthe user scans that product with a scanner. A benefit of this method isthat the UPC is guaranteed to be unique. Once a UPC is scanned in,informational material stored either on the endcap or on multimediaserver 160 may then be provided to the customer to inform them about theproduct. In the case of audio or video material, audio or video (or acombination thereof) is provided to the customer to acquaint them withthe selection they have chosen. For example, audio clips may be playedat listening posts 185 and/or audio/video endcaps 190 (among otherlocations), and videos displayed on wall-of-eyes 180 and/or audio/videoendcaps 190, in one embodiment of the present invention.

[0233] Listening posts (exemplified by listening posts 185 in FIG. 1B)are preferably provided in DSS 100 to allow a consumer to previewproduct content, although they can be configured to allow users to viewproduct demonstrations, product stills, and other advertising content. Alistening post is a dedicated device that can be configured, forexample, to play audio samples from CDs for users (e.g., consumers) topreview. Several embodiments of listening posts 185 are described incommonly-owned U.S. Pat. No. 6,539,417. Listening posts 185 areconnected to multimedia server 160 via network 150. Several modules areemployed in operating the Listening posts.

[0234] First is the user interface module, which implements a userinterface, used by the consumer to interact with the Listening post. Theuser interface module provides one or more ways for the consumer tointeract with the system. In the example of playing music clips fromCD's, these include:

[0235] A barcode scanner

[0236] Forward (FWD) button

[0237] Reverse (REV) button

[0238] Volume up (UP) button

[0239] Volume down (DN) button

[0240] The barcode scanner allows the consumer to scan the barcode anyproduct in the department. When a barcode is scanned, the UPC istransmitted to multimedia server 160 to be handled by the audio playbackcommunications module. The listening post will decode the compressedaudio files which are streamed from the multimedia server and displaythe text on the liquid crystal display (LCD). When the FWD button ispressed, an interrupt is sent to multimedia server 160 notifying theaudio communications module to take appropriate action. When the REVbutton is pressed, an interrupt is sent to multimedia server 160notifying the audio communications module to take appropriate action.The volume buttons are self-explanatory.

[0241] A display module is provided to manage the display ofinformation. The display module decodes the audio files which are sentfrom multimedia server 160. The display module also retrieves any textdata sent along with the compressed audio data and displays it on theListening post's display.

[0242] A multimedia server communications module is provided to allowcommunication between the Listening post and multimedia server 160. Theserver communications module is responsible for logging on to themultimedia server when the Listening post is initialized. When a barcodeis scanned, the server communications module transmits the UPC to, forexample, multimedia server 160 (although other nodes on the network,such as NOC 110 or NMC 120, may also be accessed). Similarly, wheneither the FWD or REV buttons are pressed, the server communicationsmodule notifies multimedia server 160, in order that the properselection is provided to the user. The server communications module alsoacts as the “sentry” that recognizes a compressed audio file being sentfrom the multimedia server 160 and routes it to the display module.

[0243] The various providers provide content to NMC 110 (or otherentity) for editing and storage in digital file format, in order toprovide a constantly updated library of content to sample. Each contentsample consists of a number of segments (e.g., several available musicclips), preferably 3. In the example of music CDs, each segment is amusic clip that is preferably a 25-30 second “hook” from a song, editedfrom a sample CD. Preferably, this is the second or third chorus of eachsong preceded by a 4 6 second transition phrase.

[0244] An average of 400 new 3 song album samples may be added to thenetwork each month (although a greater or lesser number of samples couldbe added); simultaneously, a similar number of older samples will bedeleted each month. Additions and deletions are preferably implementedtwice per week (approx. 50 samples at a time), although this periodicitymay be easily altered. Additions and deletions may also be scheduledahead of time.

[0245] Content-may be delivered to the consumer over headphones, whichcan be snapped out and replaced easily by NMC (or other)representatives, while still maintaining security and strain relief whenin use. Wireless headphones or speakers, among other audio outputdevices, may also be used. Enclosures will have the capability to beeasily retrofitted for small speakers. Listening posts 185 may also beconfigured to provide video content, in order to enhance the consumer'spreviewing experience by providing video content, such as music videoclips corresponding to the audio clip being played.

[0246] Listening posts may be, for example, of two types: dedicated andnon-dedicated (although other configurations can easily be envisioned byone of skill in the art). Dedicated Listening posts include elementssuch as a barcode scanner, two-line LCD panel, Ethernet card, TCP/IPstack, FTP client, and other components necessary to support therequisite communications and the previewing of content and advertising.Functionality provided by a dedicated Listening post includes, but isnot limited to the following:

[0247] Perform scanning functions

[0248] Perform user button press functions (e.g., navigation, volume)

[0249] Retrieve and playback audio files as well as read text files todisplay on LCD panel from server according to UPC code and user buttonpresses

[0250] The listening posts communicates with multimedia server 160 via anetworking protocol, such as FTP, over network 150. Files associatedwith each UPC are stored in a special directory on the server which willprovide for rapid lookup given a particular UPC. Usage statistics andlistening post files are stored in unique directories for each listeningpost.

[0251] In contrast, non dedicated Listening posts, while similar to thededicated posts, perform some slightly different functions. The audiooutput from the unit may be looped into the line in on one of theaudio/visual endcaps' soundcards. Functionality provided by a nondedicated Listening post includes, but is not limited to the following:

[0252] Periodically retrieving ‘featured’ CD list and home video listfiles from server and store internally for fast lookup

[0253] Performing listening post functions for non-featured titles (nonvideo titles), and perform normal statistics gathering for titles

[0254] Notifying of UPC scans to the interactive endcap PC for featuredtitles

[0255] Button press notification to the interactive endcap

[0256] Listening posts 185 may be standalone, or may be associated withaudio/video endcaps 190 and/or in-line home video station 161, which areconnected to multimedia server 160 by one or more connections. Oneconnection may be provided for the computer portion and one connectionfor the listening post, for example. The non dedicated listening postand audio/video endcap may be configured to communicate over network 150via, for example, a TCP socket connection.

[0257] For featured titles and home videos, the UPC is sent to theaudio/video endcap's computer through a TCP socket connection. No audioneed be played by the listening post during such a transaction.Optionally, for non video and non-featured titles, a UPC code of00000000000 may be sent to the audio/video endcap's computer todesignate that a static graphic should be displayed.

[0258] All button presses are preferably sent to the audio/videoendcap's computer (e.g., through a TCP socket). Volume settings andcontent navigation may be handled by the audio/video endcap's computer.The listening post output may remain constant at this juncture. Theaudio/video endcap's computer may be configured to ignore button presseswhen a non-featured title is currently being played by the listeningpost.

[0259] IX. Audio/Video Endcaps

[0260] Audio/video endcaps 190 allow users to preview audio and videosamples. Examples of such endcap systems are described in commonly-ownedU.S. Pat. No. 5,815,471 and commonly-owned U.S. Pat. No. 5,990,879.Another example of such systems is described in commonly-owned U.S. Pat.No. 5,084,768.

[0261] Audio/video endcaps 190 may be PC based systems, or may useanother computer platform (e.g., a workstation, a single board computer,or other processing platform). One or more of the computer's storageunits preferably contains all of the content (video, audio, graphics,text, and so on) associated with the products featured at the endcap. Itwill be connected to the multimedia server via network 150.

[0262] The user interface of audio/video endcaps 190 includes severalways for the consumer to interact with the system, five examples ofwhich are now listed. First is a barcode scanner, which allows theconsumer to scan the barcode of products, such as CDs featured at anendcap, or any other product in the department. For example, when abarcode of a CD is scanned, the UPC is transmitted to the endcap'scomputer. If the CD is a featured product, content is played back perthe scan interrupt script. If the CD is not a featured product, the UPCis transmitted to the multimedia server to be handled by the audioplayback communications module. The endcap may then emulate a listeningpost by playing the audio files which are streamed from the multimediaserver and display the text on the endcap's display (e.g., an LCDdisplay). For example, if a home video is scanned at the interactiveendcap, a graphic screen may be displayed instructing the consumer toscan the video at in-line home video station 161.

[0263] Several controls are provided to allow the user to control thepresentation. The user can control which of the possible audio and/orvideo clips are being played. If the forward (FWD) button is pressedwhile the music video for a featured product is playing, the video isinterrupted, and preferably, if an audio preview is available, it shouldbegin to play. The number of times the FWD button generates a new audiopreview is dependent upon the number of previews available for a givenCD. If the FWD button is pressed during the last preview, a text string(or other data) may be displayed indicating that no more previews areavailable. Alternatively, the play may cycle back to the beginning. Ifthe FWD button is pressed while audio files from the multimedia serverare being played (i.e., the product scanned was not a featured product)the endcap emulates a listening post by sending a FWD button interruptto the multimedia server.

[0264] The reverse (REV) button has no effect unless a second orsubsequent audio file is being played. If the REV button is pressedduring a second or subsequent audio preview, the preview is interruptedand the previous audio file begins playing. If the REV button is pressedduring the music video or the first audio preview, a text string will bedisplayed instructing the consumer to press the FWD button for morepreviews. If the REV button is pressed while the PC is playing a secondor subsequent audio file from the multimedia server (i.e., the productscanned was not a featured product) the PC will then emulate a listeningpost by sending a REV button interrupt to the multimedia server.

[0265] The audio/video endcaps allow the user to adjust the volume ofthe audio portion of the presentation. Pressing the up button increasesthe audio volume within a preset range. Pressing the DOWN buttondecreases the audio volume within a preset range.

[0266] The audio/video endcap's display module of plays multimedia databased on information contained in the scan interrupt script and theattract script. Following are examples of the types of multimedia datathat can be displayed, although the audio/video endcaps may beconfigured other types of multimedia may be displayed:

[0267] Compressed video files with audio

[0268] Compressed audio only files

[0269] Graphics files—icons for video overlay

[0270] Graphics files—icons and backgrounds

[0271] Text files—video overlay

[0272] Text files—overlaid on graphics

[0273] Text files displayed on the LCD

[0274] A script module is responsible for interpreting data contained inat least the “attract script” and the “scan interrupt script” scriptfiles. The attract script defines what is displayed on the color monitorand the LCD when no consumers are using the system. Following areexampled of the color monitor display elements which may be controlledby the attract script:

[0275] Video clips (incl. attract videos, product videos, sponsor videosand bumpers, etc.)

[0276] Video clip order and frequency

[0277] Video clip in/out date and time

[0278] Graphic overlays per clip

[0279] Text overlays per clip

[0280] The following LP display elements which may be controlled by theattract script:

[0281] Text files (instructional text, promotional text, advertisingtext, etc.)

[0282] Text file order and frequency

[0283] Text file in/out date and time

[0284] LCD text files (or the files containing the data to be displayed)may be linked to particular video clips or played independently.

[0285] The scan interrupt script defines what is displayed on the colormonitor and the LCD when a consumer scans the barcode of a featured CD.The scan interrupt script may be configured to contain a look-up tablewhich references the UPC of featured products to elements associatedwith that product. This is likely the simplest method, but other methodsexist which are equally effective (e.g., a list of names anddescriptions). For example, the following are elements which may beassociated with a CD's UPC, among others:

[0286] Music video file

[0287] Graphic icon overlays for music video

[0288] Text overlays for music video

[0289] Audio files (multiple)

[0290] Graphic screens for display during audio only playback

[0291] Graphic screen for display when a home video is scanned

[0292] Graphic screen for display when the UPC is not recognized

[0293] Icon overlays for audio only screens

[0294] Text overlays for audio only screens (song titles, liner notes,etc.)

[0295] Text files to be displayed on the LCD

[0296] The scan interrupt script may also define data, such as corporatesponsor bumpers, that can be displayed on the color monitor and LPdisplay before or after the scanned product data is displayed.

[0297] A statistics file can also be maintained on the audio/videoendcap. Data logged on a daily (or weekly or monthly or other) basis byany one of the nodes in the present invention includes, but is notlimited to:

[0298] Number of scans per product

[0299] Number of times a selection is accessed by the FWD button

[0300] Number of times a selection is accessed by the REV button

[0301] Number of times a selection plays by default

[0302] All UPC codes not recognized by system

[0303] The server communications module is responsible for logging on tomultimedia server 160 when an interactive endcap initializes. Multimediaserver 160 may be configured to periodically send new or updated filesto the interactive endcap. The multimedia server communications module(or software modules on the Listening post or audio/video endcap)processes the files, optionally in background mode. This is done toensure that files that are replaced are not in use. The files that areno longer required by the scripts may be deleted, preferably at thistime. On a scheduled basis (also, optionally, in background mode), themultimedia server communications module (or other, as indicated) maysend the daily statistics data to multimedia server 160, NOC 120, NMC110, or other node/entity on the network (e.g., the information might besupplied to a distributor, or directly to the manufacturer, formarketing purposes, or to implement just-in-time stocking). The systemmay be configured to offer shoppers a video clip (e.g., a 30 secondfull-motion MPEG-1 video clip),followed by one or more audio clips(e.g., three 25- to 30-second audio clips). This may be done each time afeatured title is scanned, for example. Sponsorship may employ a modelthat provides a number of sponsor slots in the unit's programming. Thesystem may also provide placement on wall-of-eyes 180 to sponsors thatare on audio/video endcaps 190 (or other sponsors or entities).

[0304] A display (e.g., a 20″ TV monitor) is preferably mounted on topof and slightly behind the existing endcap fixture, with a scannerenclosure preferably mounted into the top center slot of the fixture.Input from the user may take many forms. This could be, for example, ascan of a UPC code or a button touch on a system keypad. The fixtures ona rack are preferably configured to hold one or more of the products forwhich information is available at the endcap. For example, the fixtureson a rack might hold 42 CD facings (jewel cases) (6 rows×7 columns) or28 facings (long box security cases, 4 rows×7 columns). Otherconfigurations for holding CDs (or other audio/video products, or otherproducts in general) are, of course, possible.

[0305] Assuming a CD music configuration with 42 facings, most or all ofthe content preferably changes monthly, with 10-11 titles added/deletedonce a week, video content may be from several sources and in severalforms. Such content might, for example, be edited from tape provided bythe recording company. Audio content is preferably identical to thecontent developed for the Listening post system, but that need not bethe case. Preferably, the system plays audio only samples of any titlein the department through its speakers, with an onscreen graphicexplaining that only audio is available for that title. A custom attractmode may also be provided for the initial system launch, and revised atprescribed intervals. Attract modes may be customized for seasons,holidays, special themes, or for other reasons, to provide anappropriate for the recordings/videos/products being promoted.

[0306] Audio/video endcaps 190 may run the following software, amongother software:

[0307] Audio/video Endcap Software

[0308] TCP/IP services

[0309] The above modules may be loaded at initialization, if desired, ormay be loaded at a later time. The audio/video endcap software providesthe basic functionality required for the endcap's operation, while theTCP/IP services provide connectivity to multimedia server 160 (althoughother networking protocols and standards could be employed to providesuch functionality). Each endcap may store content locally (or mayretrieve content from one or more nodes one [sic] the network) and neednot feed data from the server over the network in real time, if that isdesired. Preferably, however, content is delivered with normaldistributions.

[0310] X. In-Line Home Video Station

[0311] In-line home video station 161 is preferably based on aPC-compatible system, although a single board computer of anyarchitecture, a workstation, or other system may be used. The computerof in-line home video station 161 preferably contains the content(video, graphics, text, etc.) associated with the home video productsfeatured in the department. This may be 400 or more such items.Preferably, the computer is connected to the multimedia server viaEthernet, although other networking architectures may be used, as mayserial lines and other modes of communication. In-line home videostation 161 possesses functionality similar to that of an audio/visualendcap, although certain features may be deleted or changed.

[0312] The content displayed by in-line home video station 161 ispreferably in-home video selections, although other audiovisualinformation (e.g., product demonstrations) can be displayed by in-linehome video station 161 in response to its selection by a consumer. Userscan pick up any video box in the section, scan the UPC code (or indicatethe identity of the video by some other input means), and receive avideo sample of the film (e.g., a 30 second, full-motion video review oradvertisement for the selected title).

[0313] Using this system, video previews may have a superimposed boxcover and title on screen during the video. Other on screen graphics(such as pricing and release date info) may be made available and areeasily changeable using the present system videos and video clips may bedelivered in a compressed, digital format (e.g., MPEG 1 format). Contentmay be edited, for example, by pulling 30 second clips directly off tapesupplied by manufacturers (the preferred method), editing down the 90120 second dealer trailers supplied by labels, or editing out two 15second segments from the full length movie and splicing them to a 30second clip. Preferably, all titles in the department are previewable.

[0314] Preferably, the commercial entity provides the NMC operator amonthly list of titles to be updated, along with key contact names atvideo manufacturers. Of course, any method of title selection may beused to determine which titles will be used. For example, tapes (andtitles) may be provided directly by manufacturers. Sponsor messages fromone or more Sponsors may precede requested videos. As with the musicendcap, home video Sponsors will appear on wall-of-eyes 180. In-linehome video station 161 preferably has a custom attract mode, which maybe changed periodically and be tied to seasons, holidays and specialevents, for example.

[0315] XI. In-Line Computer Hardware and Software Display

[0316] The in-line computer advertising of computer hardware andsoftware (exemplified by in-line computer hardware and software display165) may use, for example, a PC-compatible, interactive hardware andsoftware preview system (preferably displayed “onshelf” as a standardcomputer available for sale), although another computing platform couldeasily be used. Thus, information is delivered on computer products forsale at the commercial sales outlet and/or through the commercialentity. As such, it may be located in-line in the computer aisle, orelsewhere, if desired. Access may be with a mouse and keyboard, forexample (although any one of a multitude of common input/output devicesmay be employed). The in-line display computer will be connected to themultimedia server via a connection to network 150.

[0317] The user interface is defined by the user interface module. Ifconsumers wish to purchase a previewed product, they may select theproduct(s), input name/address information via the keyboard, press a“print” button and receive a dot matrix printed ticket with an ordernumber. They need only to hand the ticket to a cashier to pay for theproduct and have it shipped home or delivered to the store within a fewdays. NMC 110 need not be involved in the transaction process beyondproviding content, collecting information, and ticket printing.

[0318] Alternatively, the user might enter a code into the system (e.g.,the person's phone number), make the desired selections, and send theinformation to the commercial sales outlet's computer via the network.The user might then pickup and pay for the item when departing thecommercial sales outlet, or may have the item shipped to a desiredlocation.

[0319] In order to track consumer information, a statistics module isalso provided. The statistics module will maintain a statistics file onthe PC (or elsewhere on the network (e.g., on multimedia server 160)).Following are examples of the data that may be logged on a daily basis:

[0320] Number of selections for previewing per product

[0321] Number of tickets issued per product

[0322] Content is provided from multimedia server 160. Consumers haveaccess to previews of multiple computer hardware and software products,representing computer products available through the commercial entity.In operation, for example, by clicking on screen with a mouse, the usermay search by manufacturer, feature set, price range, and/or othercriteria, and will be presented with full color graphics, text, audio,video, and so on, summarizing the key features and benefits of eachproduct.

[0323] The NMC operator (or another entity) can collect camera ready artof the computer products to be offered for sale from the manufacturers,along with key selling points, and may create and deliver, informationalmessages on each product available for sale. A basic fee may be chargedto the manufacturer, on a per message basis. Content is preferablychanged periodically. For example, content maybe changed at the rate of5 10 titles per month, and delivered to stores on a semiweekly basis (ormore or less often) if desired (or necessary). The NMC operator (oranother entity) may develop attract modes highlighting various computerproducts, features, tips, and/or other information. Sponsorship may comefrom a number of sponsors, for example computer related product/servicecompanies, or from companies unrelated to the computer industry.

[0324] XII. Direct Video

[0325] As noted, data sent via communications network 125 can be ofseveral types. For example, receiver/decoder 135 may provide audiovisualtraining information to video cassette recorder (VCR) 140 via the directvideo capabilities that communications network 125 may support (e.g.,real time analog, high definition television (HDTV), or digital videoinformation). Training VCR 140 allows such audiovisual information to berecorded for later playback, to allow the audiovisual information to bereplayed for off line training or during multiple training sessions.

[0326] Alternatively, the audiovisual information transferred via thedirect video capabilities that communications network 125 may bedisplayed on television 141 in real time by properly configuring VCR140. Such information may include informational programs, trainingprograms for outlet employees, and other business related informationintended for personnel at commercial sales outlet 130.

[0327] XIII. General System Operation

[0328] Digital department system 100 operates in the following manner.Promotional content and informational content from advertiser 102,recording company 104, movie studio 106, and/or other content provider108 (among other such providers) is collected and compiled by NMC 110,and converted into digital data files 122 by digitization.Alternatively, NMC 110 may assemble the necessary promotional materialsfrom publicly available or privately available information sources (CDs,other recordings, videos, and other sources) for distribution.Additionally, such promotional materials may not require digitization,in which case the information may be distributed using analogtechniques.

[0329] Assuming that digitization is the preferable means ofdistributing this information, digital data files 122 are provided toNOC 120 for distribution via satellite to one or more commercial salesoutlets (as exemplified by commercial sales outlet 130). However,satellite distribution is but one way of distributing digital data files122. Other methods, such as wide-area networks (WAN), internetconnections (via, for example, an independent service provider (ISP)),or other electronic distribution medium could be employed in place ofcommunications system 125 (FIG. 1A).

[0330] Again, assuming a satellite multicast system is employed,receiver/decoder 135 receives and decodes the digital informationrepresenting digital data files 122 at commercial sales outlet 130.Digital data files 122 are then forwarded from receiver/decoder 135 tomultimedia server 160 for distribution. Digitized video or analog videomay then also be supplied to training VCR 140 and/or to television 141,for the in store use of employees being trained, for example. Multimediaserver 160, as indicated in Appendix A, distributes the promotionalinformation in digital data files 122 to various points in commercialsales outlet 130 (e.g., wall-of-eyes 180, in store radio system 170,in-line computer hardware and software display 165, audio/video endcapsin other departments 195, listening posts 185, and other destinations).

[0331] Additionally, multimedia server 160 may be connected to on-lineservices 200 or (either directly or via entity LAN 210 to on-lineinternet commerce access system 220) to provide on-line access topromotional materials by customers accessing the system over theinternet or by dial up lines, for example. Information provided to instore radio system 170 may either be digitized or analog audio, and maybe provided in predetermined segments and timeslots, or may preemptcurrent in-store programming.

[0332] In-line computer hardware and software 165 displays promotionalmaterials stored either on storage systems within in-line computerhardware and software display 165 or on multimedia server 160, forexample. The promotional materials, preferably relating to computerhardware and software, offer the customer an on-line catalog which thecustomer can browse and select products for purchase end. An example ofits operation would be as follows.

[0333] A customer would browse the on-line catalog; select the desiredcomputer products, enter a unique code identifying the customer (e.g.,the customer's phone number), and then proceed in one of two ways.First, the customer could simply print out an order and proceed to thecheckout area, provide the slip to a clerk who would then provide thecomputer products to the customer. Alternatively, the customer could goto the checkout and simply provide their customer code to receive thedesired computer products. Another alternative would be for the customerto pay for the products at the checkout and have the commercial entityship the computer products to the customer home address, or to anotherlocation. The system would display graphics, full-motion video, andtechnical information, possibly along with audio information, ininforming the customer as to the various computer products for sale.In-line computer hardware and software display 165 allows integrationinto digital department system 100 and offers yet another avenue ofpromotional content delivery.

[0334] An example of DDS 100 is also provided in the accompanyingAppendix. The Digital Department System™ described in the Appendixincludes certain elements, features and functions of a system embodyingthe concepts of the present invention.

[0335] The foregoing description of preferred embodiments of theinvention has been presented for the purposes of illustration anddescription. It is not intended to be exhaustive or to limit theinvention to the precise form described, and many modifications andvariations are possible in light of the teaching above. The embodimentswere chosen and described in order to best explain the principles of theinvention and its practical applications to thereby enable othersskilled in the art to best utilize the invention in various embodimentsand with various modifications as are suited to the particular usecontemplated. It is intended that the scope of the invention be definedby the claims appended hereto. It should be noted that all trademarksand copyrights used or recited herein are the property of theirrespective owners.

What is claimed is:
 1. A method of distributing promotional material to a consumer in a commercial sales outlet, comprising: assembling the promotional material; digitizing the promotional material into a digital file; distributing the digital file to the commercial sales outlet; receiving the digital file at the commercial sales outlet; disassembling the digital file into digitized components; and distributing at least one of the digitized components to a node on a private network in the commercial sales outlet, the node being capable of communicating the promotional material represented by the digitized component to the consumer.
 2. The method according to claim 1, further comprising interactively displaying promotional content via computer hardware and software in response to input from the consumer.
 3. The method according to claim 1, further comprising displaying real time direct video communication function wherein business related audiovisual information is directed to commercial sales outlet personnel.
 4. The method according to claim 1, wherein the digitized components represent consumer informational content in an in store setting.
 5. The method according to claim 4, wherein the consumer information content is presented in at least one format selected from the group consisting of MPEG 1 and MPEG2.
 6. The method according to claim 1, wherein communicating the promotional material is based on selections made by the consumer.
 7. The method according to claim 6, wherein the consumer makes a selection via an input device from at least one member selected from the group consisting of a keypad, a trackball, and a mouse.
 8. The method according to claim 1, wherein communicating the promotional material is activated via scanning a uniform product code from a product with a barcode scanner.
 9. The method according to claim 8, wherein scanning a uniform product code via a barcode scanner activates playback of informational material stored on one member selected from the group consisting of an endcap and a multimedia server.
 10. The method according to claim 9, further comprising: receiving a uniform product code scan interrupt; playing MPEG and audio/video content associated with a uniform product code according to a scan script; responding to navigation button presses sent from a listening post module; and reading and playing attract and bumper scripts.
 11. The method according to claim 10, further comprising: playing an attract mode based on a current script definition; performing TCP communications with an attached listening post device used as a scanning station to determine when a product is scanned and when buttons are pressed; sending text strings to the LCD panel of a listening post according to the attract script; immediately displaying a product graphic and other information with any video content displayed; displaying any text or graphics overlays simultaneously while playing the selected video; displaying a background when playing compact disc audio tracks comprising album graphics and text overlays, including one or more members selected from the group consisting of audio titles, currently selected track, consumer prompts, and sponsorship icons; and storing video and other content on the endcap unit local storage.
 12. The method according to claim 8, further comprising scanning a barcode and transmitting a uniform product code to a multimedia server.
 13. The method according to claim 12, wherein the uniform product code is processed by at least one member selected from the group consisting of an audio/video endcap, a listening post, another node on the private network, and a remote location.
 14. The method according to claim 12, wherein audio data is streamed to the node on the private network using real time audio compression and transmission.
 15. The method according to claim 14, further comprising transmitting video data.
 16. The method according to claim 9, wherein scanning the uniform product code includes scanning the uniform product code on a video box activating a video sample of a film contained in the video box. 